Introduction 5
of the right?’ First, as we have already observed, the right has been gaining
momentum across Europe, especially in the last decade (Taggart and Pirro,
2021). Moreover, we are living in an age in which the outcome of elections
and referendums worldwide seem to be often affected by a duplicitous use
of these media platforms, while the concepts of fake news, misinformation,
and disinformation have entered our everyday language. Much effort has
been devoted to holding social media corporations accountable and intro-
ducing digital literacy into school programmes (Council of Europe, 2016;
Veltri, 2017; European Commission, 2018). On the level of content and
fact-checking, important initiatives proliferate online and offline on how to
debunk fake news and misinformation,
2
including those promoted by
social media themselves (e.g., Twitter has recently introduced a crisis mis-
information policy).
3
However, we should never forget that digital communication is still, first
and foremost, an exchange of messages. It involves signs (words, sounds,
images) that we are already expected to know how to encode and decode
in our everyday communication outside of cyberspace (Hall, 2001). It is
true that the digital evolution has added a hypermodal dimension to it,
consisting of complex connections of meaning fostered by hyperlinks
(Lemke, 2002); it is also true that traditional communication is not subject
to algorithms and to cognitive ‘bubbles’ created to entrap us. All commu-
nication, however, is by definition subject to ‘noise’, the rules and the affor-
dances that are typical (or exclusive) of every channel. The digital realm,
however, has not altered the essence of the communicative process, as it
basically consists of a message being encoded by a sender, sent through a
channel that can be affected by noise, and later decoded by a receiver,
within a specific context (Jackson, 2014: 76). The digital world is no
exception, and its algorithms may cause noise. Except for the peculiarities
of the web in leading our attention in one direction or another, manipula-
tion and misinformation act on digital messages in the very same way as
on traditional ones. That is why knowing the rules of digital communica-
tion is very important, but mastering the way communication works is
essential, regardless of the use of digital or analogue channels.
One of the most important principles that is frequently overlooked by
analysts is that communication depends on a variety of semiotic resources
such as language, paralanguage, kinesics, images, sounds, and so on (Baldry
and Thibault, 2006; Kress, 2011), which act simultaneously to make mean-
ing. Each of these resources is called a mode. As we shall see in Chapters 2
and 3, the characteristics and use of modes depend on and express both
power relations and cultural habits. In a word, modes are socially shaped
and culturally given (Kress, 2010: 79). The presence of a variety of semiotic
resources in any form of communication and their cultural and social
value bear two important consequences on the design of this research.